Tupperware has kicked off a new partnership with Universal to celebrate its iconic 76-year old brand with a product placement in the new Minions movie.
Minions: The Rise of Gru, which hit theaters last week, is set in California in the 1970s – a time when Tupperware parties were all the rage. The brand integration seemed like a natural fit.
“Universal approached us during production letting us know they were planning to include Tupperware as a part of the storyline,,” said Cameron Klaus, vice president of global communications & public relations at Tupperware. “Recently, the film’s director spoke to Variety about why including cultural touchstones like a Tupperware party was pivotal to the storyline and we agree. Tupperware parties and our products are embedded in Americana culture, and especially in the 1960s and 1970s, Tupperware parties really took off. When we can lean into nostalgic moments like the Tupperware party scene in Minions: The Rise of Gru, we hope it reminds older viewers of fond, nice memories, but that it also lets younger, newer consumers know that Tupperware is still around and we’re doing really exciting things.”
Tupperware provided insights and feedback on how the product should come to life on-screen so that it looked like authentic Tupperware products.” There is a misconception amongst consumers that all food storage containers on the market are ‘Tupperware,’ but that is not true,” explained Klaus. “Tupperware is a brand and so we worked closely with the Universal teams to ensure our products stayed true to the real life versions – from the iconic starburst seal to the attributes some may be familiar with – the “burping” sound when the seal tightly closes on the Tupperware container – signifying you’ve sealed the container, locking in freshness.”
The movie integration gives Tupperware an opportunity to reach younger parents – a new demographic for the brand. “We are always looking for ways to reach younger consumers, and getting to activate around these culturally relevant moments in film and art helps us do just that,” said Klaus. “We are a 76-year old brand with really rich history and we’re proud when we can show off our heritage in front of new audiences who not know about us or who have forgot about us. These kinds of campaigns also give our Tupperware independent representatives – those that host Tupperware parties and sell Tupperware products – an exciting opportunity to reach new customers and excite their teams.”
To promote the integration, the brand is running a 360 campaign across the Tupperware US & Canada social channels, including TikTok, Instagram, Facebook and Twitter, as well as sharing across the company’s global market channels, as Tupperware operates in more than 70 countries. They also created Minions-inspired content to support the campaign, including a digital recipe booklet that is meant to show the Minions have taken over the traditional Tupperware catalog, including five recipes such as: Corruptcakes (pizza cupcakes), Slip N Slide Sushi (banana sushi) and Sinister Crackers (cheese crackers). They have also created a landing page on Tupperware.com, highlighting how consumers can buy the limited-edition, co-licensed products.
“At Tupperware, our purpose is to nurture a better future every day, and the more we can get in front of different audiences, we can support our purpose,” said Klaus. “Our products are meant to be reused time and time again to help reduce single-use and food waste, in addition to saving people time, money, space and food in their home. While this partnership doesn’t hit right on the nose of sustainability, it’s a tongue-in-cheek reminder – or introduction – to new consumers that Tupperware is still relevant and we are here to still bring you sustainable, innovative products.”
NBC Universal will be hosting Day 3 of Brand Innovators Media Buying & Marketing Innovation Summit in Los Angeles July 21.
